Meet the four personas of connected consumers

Jonathan Sinton and Anjali Puri

This article identifies four types of digital media consumer and provides recommendations for strategies that will work best with each group.

Meet the four personas of connected consumers

Jonathan Sinton and Anjali Puri

The most successful marketing campaigns deliver a core idea that effortlessly spans multiple channels, allowing each component to amplify the effect of its predecessor. Media is carefully and effectively planned to touch the target audience with the right message, in the right channel at the right time.

This might be stating the obvious, but in 2014 achieving this is extremely hard. Budgets are tight, and consumers are fragmenting their time across more and more devices and channels. Finding the elusive target consumer is hard enough in one channel,...

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